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Sports Marketing Intensive Course by Esteve Calzada

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  • 1. Sports Marketing Intensive Course by Esteve CalzadaSports industry in general and differentiation from competitionfootball one in particular have and development of moreexperimented in recent years an sophisticated revenue generationaccelerated process of techniques at sportingglobalization and growth. Such properties. In a nutshell, footballperiod preceded current times in industry will more and morewhich a set of new challenges need specialists in businessarise, including the impact of development in a complexfinancial downturn and the context and under strongconsequences of excess of ownership pressure.spending, polarization of value andimplementation of new strict rules Participation at Sports Marketingset by regulators, which may result Intensive Program represents ain prohibition to compete to those unique and excellent opportunityclubs that may fail to fulfill them. to better know and develop the key concepts of revenueThese scenario results in the need generation in the world ofof football management further football, and without the need ofprofessionalization, having had any previous professional experience around it. Technical sheet• Program: Sports Marketing Intensive Course• Professor: Esteve Calzada• Duration: 2 full working days• Venues and dates: Istanbul (June 6-7), Dubai (June 8-9), Tokyo (July 11-12), Singapore (July 14-15), Barcelona (October 20-21), Sao Paulo (November 21-22), Rio de Janeiro (November 24-25)• Methodology: Face to face classes with access to full program book in digital format• Number of participants: minimum of 10 and maximum of 20• Language: English• Cost: 990€ per participant. Alternatively, possibility for an entity to contract the complete course as an exclusive event to invite guests. Please ask for more details• Contact: esteve@estevecalzada.com j www.estevecalzada.com
  • 2. S M P RO Sports Marketing Intensive Course by Esteve Calzada SPORTS MARKETING ProgramThis program will be held in two consecutive days.2011 courses schedule by venue (subject to changes)Istanbul: June 6-7 Tokyo: July 11-12 Barcelona: October 20-21Dubai: June 8-9 Singapore: July 14-15 Sao Paulo: November 21-22 Rio de Janeiro: November 24-25 Day 110:30h – 12:00h. Introduction to Sports Marketing• Sports Marketing mission and di erences with traditional marketing• Getting acquainted with main concepts. Review of di erent revenue formats• Developing the strategy and positioning of a sports property12:15h – 13:45h. Fan recruitment and ticket sales• Key factors in uencing attendance to sporting events• Identifying available revenue streams• Review of techniques for ticket sales maximization• Design and successful selling of hospitality packages• Case study: Manchester United FC16:15h – 17:30h. Sponsorship. Part I• E ectively designing an action plan to recruit sponsors• Conducting advertising assets inventory audit and reviewing status of control• How to create an attractive sponsorship program• Producing the best sales presentation deck. Review of industry-speci c sales techniques• High quality implementation of sponsorship contracts• Naming rights• Case study: UEFA Champions League17:45h – 19:15h. Sponsorship. Part II• How should a brand select the best sports property for sponsorship projects• Designing and developing e ective activation plans• How to ght against ambush marketing• Factors to be considered when negotiating with sports properties• Case study: McDonalds www.estevecalzada.com
  • 3. S M P RO Sports Marketing Intensive Course by Esteve Calzada SPORTS MARKETING Day 210:30h – 12:00h. TV rights and content exploitation• Types of content and distribution platforms• How to best segment available rights• What do we mean by TV rights and when do they apply• Variables that can impact the value of the rights• Commercialization formats. In house vs 3rd party sales• Types of rights buyers and purchase decision factors• Case study: FIFA World Cup12:15h – 13:45h. Retail and licensed merchandise• Must have variables to develop a licensed merchandise business• Review of the key roles in the value creation chain• Retail exploitation formats and licensed merchandise sales drivers• How to best ght against piracy• Case study: FC Barcelona/Nike16:15h – 17:30h. Athletes personal image rights• What are the personal image rights and who owns them• Requisites to have image rights business potential• How to best select an athlete for an advertising campaign• About industry professionalism and agents• Case study: Cristiano Ronaldo17:45h – 18:45h. Dealing with the press• Importance of media in sports business• Developing successful communication campaigns• How to best broadcast our content• Content strategy and speakers selection• Internet and the new reality of social media• Case study: Real Madrid18:45h – 19:15h. Final remarks• Final remarks and program closing www.estevecalzada.com
  • 4. S M P RO Sports Marketing Intensive Course by Esteve Calzada SPORTS MARKETINGAbout Esteve Calzada, program director and professorEsteve Calzada (Lleida, Spain, 1966) As professor, high profile speaker andobtained a Bachelor Degree in Economics creator of sports marketing content,and a MBA at ESADE Business School Esteve has developed a large variety of(Barcelona, Spain), and has International initiatives such as:Marketing studies taken at University of • He is professor and creator of ‘SportsCalifornia at Berkeley (USA). Marketing Insights’ subject, which takes place at International MBA of ESADEEsteve accumulates almost 10 years of Business School (Barcelona, Spain).experience as senior executive in sports • Created the renowned study Footballindustry, which started in 2002 when he Transfer Review, which analyzes playerwas appointed Chief Marketing and transfers in European football and ofCommercial Officer of football giants FC which 4 editions have already beenBarcelona, where he served until mid 2007. published.During five and half years, Esteve had a • Has given lectures about sportsmajor contribution in the commercial management in prestigious organizationstransformation that brought the club to the including IESE Business School (Spain),400mio€ revenues landmark. Nowadays he The Wharton School of the University ofis CEO of sports marketing agency Prime Pennsylvania (Philadelphia, USA), WasedaTime Sport, which he founded at the end of University (Tokyo, Japan), Soccerex2007 and that operates in the areas of (London, Manchester, Dubai, Rio defootball players representation, sports and Janeiro and Brasilia) and Liga de Fútbolimage rights exploitation and management Profesional (Madrid, Spain).consultancy and sponsorship projects for • Runs his own and pioneer section at TVfootball clubs and blue chip brands. and radio shows and is often interviewedFurthermore, Esteve’s experience in sports by different media as sports marketingmanagement includes the following expert.projects and activities:• He was one of the founders of Leo Messi Esteve initiated his professional career inManagement, the company that exploits the marketing and business developmentthe image rights of the Argentinean football environment. He worked during 12 yearsstar (2009). in several multinationals, where he was• Served as Board Member of FCB CEO of Tiscali Spain (2000-2002) and heldMerchandising, joint venture between FC various senior marketing positions in fastBarcelona and Nike which exploits moving consumer goods internationalclub’s retail and merchandising activities companies such as Reckitt Benckiser(2002-2007). (1995-2000), Sara Lee (1993-1995) and• He is a FIFA players agent, with license Unilever (1990-1992).issued by Real Federación Española deFútbol.• He was member of several task forces ofUEFA and NFL Europe (2003-2006). www.estevecalzada.com
  • 5. Sports Marketing Intensive Course by Esteve CalzadaThe first Sports Marketing Intensive Course represents an excellent opportunity toconnect with main concepts that best executives of sport business use regularly. In avery practical way, and capitalizing on my 10 years of actual experiences, we willreview revenue generation activities which can be worked out by sports properties,which in the current difficult financial environment require maximum creativity andpreparation.If you are a sports passionate, you want to know the benefits of sports marketingand sponsorship for your business, you are pursuing a knowledge update or you areconsidering a reorientation of your professional career, you should not miss it! Esteve Calzada Registration formFull Name:Birth date:Studies:Current occupation:City and country:Phone number:Email:Course venue: Istanbul: June 6-7 Tokyo: July 11-12 Barcelona: October 20-21 Dubai: June 8-9 Singapore: July 14-15 Sao Paulo: November 21-22 Rio de Janeiro: November 24-25Payment method: 990€ bank transfer to account numberBIC: BSABESBBXXX IBAN: ES89 0081 0105 18 0001571760 www.estevecalzada.com